Our Story

Founded by Ajanta Patade, Earthful Goodness was born from a simple belief — that beauty doesn’t need to be engineered; it just needs to be remembered.

Inspired by traditional Indian beauty rituals, we bring back simple, effective skincare made from the earth itself — for women who value authenticity, mindfulness, and natural radiance.

Why We Exist


We’re here to make skincare feel honest again — to remind women that beauty doesn’t need filters or chemicals.

Just balance, mindfulness, and the simple power of the earth.

Back-to-Roots Approach

We believe in the power of going back to our roots. Our products are a return to the basics of skincare, using handcrafted formulas that work with your skin, not against it. Multani Mitti, or Fuller's Earth, has been used for centuries as a natural detoxifier.

It's gentle, sustainable, and deeply rooted in ancient traditions. We honor these traditions, creating skincare that speaks to the simplicity and purity we all deserve.

Explore Our Products

Our Values

  • Clean

    Only pure, earth-born ingredients.

  • Minimal

    Simple formulas, no unnecessary fillers.

  • Honest

    Transparency in everything we do.

A Note from Our Founder

“Earthful Goodness began as a very personal journey — a way to bring back the simple, honest beauty rituals I grew up with.
I wanted to create something that didn’t just make skin glow, but made women feel grounded — connected to nature, to tradition, and to themselves.
Every product is made with that same intention — pure, responsible, and full of love.”

— Ajanta Patade, Founder, Earthful Goodness

Skincare Benefits

  • Oil Control

    Absorbs excess oil and dirt, leaving your skin fresh and non-greasy.

  • Brightening

    Enhances complexion by removing dead skin cells, leaving your skin looking luminous.

  • Detoxifying

    Pulls out impurities from the skin, helping to clear congestion and promote clarity.

  • Soothing Acne

    Reduces inflammation and redness, calming irritated skin.

  • Gentle Exfoliation

    Removes dead skin cells to reveal smoother, softer skin.